Corey Greenhouse

Getting "obsessed" with consumers can be a smart move for brands that can help increase engagement and loyalty. Ben Osborne of Creative Bloq writes, "We don’t invent brands; we find them – more archaeology than alchemy. We believe that inherent in every brand or company is something extraordinary and unique, a truth, worth uncovering." Creative branding is all about one thing, after all: the consumer. Why are we being creative? Why are we innovating? It's all for the consumer — to capture their engagement and loyalty. In obsessing over the consumer by learning from our metrics, consistently following up post-sale or interaction, and taking their feedback and interests as seriously as possible, we're bound to find that connection and loyalty. #ConsumerObsession #CreativeBranding #Marketing #Advertising

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Love the article and fully agree with everything said about Liquid Death hype (with all mandatory kudos for distinctiveness and especially for a lovely ad with Deep from The Boys: https://lnkd.in/e37ebP3Q). One other thought that resonated with me was about 'product-market fit' concept which I only discovered for myself when I started working with tech startups. For someone who have worked on some of the most iconic CPG brands for the last two decades, and who inherited the classic P&G's belief that marketing should own all 4Ps, the idea sounded completely unnecessary. Why would you try to match the product with the consumer need when you actually should have understood that consumer need in the first place, and designed the product to address it? Sadly, I think this is where the current organisational 'wisdom' is moving — with marketing not owning, or at least co-owning the product, unless it's 'product marketing'. On the other hand, when the marketing is done properly, and the product (and comms of course!) are built on a deep consumer understanding, it still allows the brands to stand out — and ultimately win in the long run. Read this post and more stories on my website: https://lnkd.in/exwcYZQ7

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GORP-core: Fashion Trend or Strategic Opportunity? The buzz around GORP-core has outdoor and performance brands buzzing—yet there’s a fine line between seizing an opportunity and falling into a trap. What started as a trend grounded in utility and function, but elevated by cultural pioneers, has led many brands to pivot toward a style-driven approach, catering to segments like the Luxury Lovers, Stormhunters, and Tastemakers. 🌍✨ But here’s the challenge: chasing style trends can push brands into a cycle of “what’s next?” 🔄 Without a solid anchor in performance and innovation, the focus on aesthetics can dilute authenticity, leaving core outdoor consumers—like the Functionalists (28% of the market)—questioning where the brand stands. When brands focus too heavily on lifestyle trends, they risk losing the trust of their largest and most loyal segment, those who value protection, performance and practicality. However, this shift doesn’t have to be negative. The key is balance. Brands can successfully expand their reach without alienating their core by staying true to what defines them—innovation, performance, and sustainability. Want to make sure your brand stays authentic and compelling 2025 and beyond? Let’s talk about how to craft a strategy that resonates—keeping you ahead of trends while staying true to who you are. Navigating these complex dynamics requires a clear strategy rooted in real consumer insights. At Above The Clouds Communication , we help brands find that balance—guiding them to make informed decisions on strategic marketing, messaging, and positioning to build long-term relevance and trust. In a time when consumer behaviors and trends shift rapidly, understanding what truly drives your audience is more critical than ever. Whether it’s embracing new opportunities or solidifying your core, it all starts with the right insights. #Outdoor #sports #Performance #BrandStrategy #GORPCore #OutdoorInnovation #Sustainability #FashionTrends #ispo #ispomunich #ispomunich2024 #strategy #marketing

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There is a definitive shift in the types of people who work for early stage consumer brands as it evolves. When a brand is early on the growth curve, the organization tends to be filled with ambitious, chaotic, scrappy go-getters. People who thrive in ambiguity, and who quickly move from ideation to execution. It’s about testing, learning, and figuring it out as rapidly as possible. Contrast this to a later stage, mature omnichannel brand. At this phase, you just need operators. People who’ve done this before, who know how to take a playbook at execute it. Innovators tend to get pushed out or leave at this inflection point. BigCo brands are the ultimate example of this - selecting people in leadership roles who are master tacticians or operators, but fundamentally don’t understand how to drive demand generation. 
I know which phase I prefer! What’s yours? 📷 an interesting contrast between these two dynamics on an Erewhon endcap. Annie's Inc. 🤝Santa Cruz Organic

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Day two #WARCPodcast highlights! Check out the post below and be sure to tune in to #TheWARCPodcast wherever you typically listen to podcasts. #CannesLions #Brand #Rituals #Strategy #CreativeImpact #BoldMindsBoldMinds

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A cookie dough brand + A curated pop-culture, celeb site..... What do these two have in common? They came together to create one of the most clever, creative, fun, well-executed, and delicious brand partnerships I've seen! 👏 Bravo DEUX x Deuxmoi! Why is this brand partnership so great? 1. Brand synergy - similar brand names, fun, playful tone 2. Building buzz - with over 2M IG followers, Deux is getting some serious brand exposure to a new, and highly engaged customer base 3. Product - the Deux product incorporates the Deuxmoi catch phrase ANON PLS into the product with a "rich, creamy flavor you know and love…..” But what is the actual flavor? Well, it is going to remain anonymous, so you'll just have to try it! Plus, Each ANON PLS jar features a scratch-off sticker with a NEVER BEFORE SEEN blind item, courtesy of Deuxmoi. Get all the deets here: https://lnkd.in/djMNkpGr What are some of your favorite brand partnerships?

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Exciting news! Path to Purchase Institute just published my latest article on Impulse Shopping. At Provoke Insights, we surveyed 1,500 individuals across the US to uncover who's most prone to impulse buying and which industries are most susceptible to impulse shopping. Our findings reveal crucial strategies for marketers. Big thanks to Melissa Conforto for her hard work on this project! #ImpulseShopping #MarketingInsights #marketresearch https://lnkd.in/e5DV3MUx

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Brand Marketing Leaders & Innovators: Tell me if you relate: As an innovator, a business leader, and for SURE as a parent, I’ve been conditioned to 𝙚𝙢𝙗𝙧𝙖𝙘𝙚 𝙛𝙖𝙞𝙡𝙪𝙧𝙚 𝙖𝙨 𝙖𝙣 𝙞𝙢𝙥𝙖𝙘𝙩𝙛𝙪𝙡 𝙡𝙚𝙖𝙧𝙣𝙞𝙣𝙜 𝙤𝙥𝙥𝙤𝙧𝙩𝙪𝙣𝙞𝙩𝙮. Yes, hindsight is 20/20. 👓 Yes, Monday morning quarterbacking can be tiresome. 🏈 And looking at your own mistakes 🔍is not exactly Comfortable. But I’ve never regretted a good Post Mortem: putting in the work to diagnose a failed product launch, bad hire, or misguided strategy with a balanced look at what I/my team could have done differently, and what we couldn't have known or changed. I'm a fan of giving ourselves grace if we truly “𝘮𝘢𝘥𝘦 𝘵𝘩𝘦 𝘣𝘦𝘴𝘵 𝘥𝘦𝘤𝘪𝘴𝘪𝘰𝘯 𝘸𝘪𝘵𝘩 𝘵𝘩𝘦 𝘪𝘯𝘧𝘰𝘳𝘮𝘢𝘵𝘪𝘰𝘯 𝘸𝘦 𝘩𝘢𝘥 𝘢𝘵 𝘵𝘩𝘦 𝘵𝘪𝘮𝘦.” Look back, reassess, grow. Right? Well, Yes and No. 😕 A recent article from Kellogg Insight (link in comments) digs into research by Lauren Eskreis-Winkler suggesting that 𝘧𝘢𝘪𝘭𝘶𝘳𝘦 𝘥𝘰𝘦𝘴 𝘯𝘰𝘵 𝘥𝘪𝘳𝘦𝘤𝘵𝘭𝘺 𝘭𝘦𝘢𝘥 𝘵𝘰 𝘧𝘶𝘵𝘶𝘳𝘦 𝘴𝘶𝘤𝘤𝘦𝘴𝘴, 𝘢𝘯𝘥 𝘱𝘰𝘴𝘪𝘵𝘴 𝘵𝘩𝘢𝘵 𝘸𝘦’𝘳𝘦 𝘰𝘷𝘦𝘳𝘤𝘰𝘯𝘧𝘪𝘥𝘦𝘯𝘵 𝘪𝘯 𝘰𝘶𝘳 𝘢𝘣𝘪𝘭𝘪𝘵𝘺 𝘵𝘰 𝘭𝘦𝘢𝘳𝘯 𝘧𝘳𝘰𝘮 𝘮𝘪𝘴𝘵𝘢𝘬𝘦𝘴, due to 𝗢𝗽𝘁𝗶𝗺𝗶𝘀𝗺 𝗕𝗶𝗮𝘀. We overestimate the likelihood of positive outcomes and underestimate the likelihood of negative ones. (Side note: Is anyone else having flashbacks to Econ 101 and that loss aversion idea: Failures Loom Larger Than Successes?! I unearth this from the dusty attic of my 🧠and it’s no longer true?! Sigh…) The upshot: in overestimating our likelihood to succeed, 𝙬𝙚’𝙧𝙚 𝙣𝙤𝙩 𝙙𝙤𝙞𝙣𝙜 𝙖𝙨 𝙜𝙤𝙤𝙙 𝙖 𝙟𝙤𝙗 𝙖𝙨 𝙬𝙚 𝙩𝙝𝙞𝙣𝙠 𝙖𝙩 𝙧𝙚𝙫𝙞𝙨𝙞𝙣𝙜 𝙤𝙪𝙧 𝙛𝙪𝙩𝙪𝙧𝙚 𝙗𝙚𝙝𝙖𝙫𝙞𝙤𝙧, even when we can pinpoint what decisions led to the negative outcome. Definition of Insanity, anyone?! I’m no neuroscientist. I can’t explain why we fall into this trap, but I’m pointing it out so we can be more aware. By taking the article's counsel to “adopt a more clear-eyed view of the truth, tune in to failure and learn and grow from the experience.” A few tangible ways we can try to do this: ✅𝗗𝗼𝗻’𝘁 𝗚𝗿𝗼𝘂𝗽𝘁𝗵𝗶𝗻𝗸 𝗶𝘁: A post-mortem should be an individual thought exercise first. In doing it as a group, we rely on “collective selective memory”, not just our own. ✅ 𝗗𝗼𝗰𝘂𝗺𝗲𝗻𝘁 𝘁𝗵𝗲 𝗙𝗮𝗶𝗹 𝗶𝗻 𝗥𝗲𝗮𝗹𝘁𝗶𝗺𝗲:  Waiting until long after a failure has happened to scrutinize it allows the emotions to settle, but memory can be a tricky thing. ✅ 𝗔𝗽𝗽𝗹𝗲𝘀 𝘁𝗼 𝗔𝗽𝗽𝗹𝗲𝘀: Next time around, stay in tune as things progress, and see where you can directly compare now vs when/how things went South before. Then, when you hit that juncture, 🛑 and say –let’s NOT repeat that! 𝙒𝙝𝙖𝙩 𝙖𝙧𝙚 𝙨𝙤𝙢𝙚 𝙬𝙖𝙮𝙨 𝙮𝙤𝙪’𝙫𝙚 𝙡𝙚𝙖𝙧𝙣𝙚𝙙 (𝙤𝙧 𝙣𝙤𝙩 𝙡𝙚𝙖𝙧𝙣𝙚𝙙) 𝙛𝙧𝙤𝙢 𝙛𝙖𝙞𝙡𝙪𝙧𝙚 𝙩𝙤 𝙙𝙤 𝙗𝙚𝙩𝙩𝙚𝙧 𝙩𝙝𝙚 𝙣𝙚𝙭𝙩 𝙩𝙞𝙢𝙚? #failforward #cultureofinnovation #innovation #growthmindset

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A MARKETING “TEMPEST IN A TEAPOT”. With the diversity of so many different food products in its Brand portfolio now, dropping the word “Soup” from the corporate company name makes complete sense from an INVESTOR viewpoint  Meanwhile, CONSUMERS won’t notice any difference because they will still get the same famous Campbell’s Brand names they are accustomed to in advertising and at retail, e.g., Campbell’s Soup, Pepperidge Farm, Swanson, Prego, Pace, Snyder’s, V-8, Cape Cod, Goldfish, Lance. Milano, et al. So, no established consumer “Brand Equity” is lost in translation with this corporate name change. Just a new shingle hanging on the corporate HQ building, i.e., “The Campbell’s Company”, and some new letterhead.  https://lnkd.in/eksjJ_-C. 😎 https://lnkd.in/eksjJ_-C

"From Novelty to Nostalgia 💥 🛒 Amidst economic challenges, emerging brands are having to prioritize familiarity over novelty. 🤔 Great recent article from Modern Retail on this topic. A few highlights to share: 💼 Investors and retail buyers are favoring brands that offer comfort with a simpler and trusted proposition.  🌱 Lab-grown meat, once a hot trend, continues to face challenges in winning over mainstream consumers. 💡 Startups are shifting towards basics and modernizing classics.  Focus on innovation with broader appeal. 🍝 Examples include Gorgie's green tea energy drink and Goodles' nostalgic mac and cheese.  📈 Authenticity and simplicity continue to be keys to success for emerging brands in a crowded, competitive market. 🌊 Brands like SkinnyDipped and Gimme Seaweed are staying true to their roots while innovating with purpose. In a world craving simplicity, these startups are paving the way for lasting success. 💪 Let's embrace familiarity while still pushing the boundaries of taste and innovation! 🚀 #CPG #Innovation #Trends #EmergingBrands #FoodStartups #ClassicRecipes #Authenticity #Branding

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Seafood shouldn’t be sleeping on influencer marketing! The influencer marketing space is worth $22 billion and growing globally. Why? Because it’s one of the most effective means of marketing in todays world. 📩Want to learn more about how we can help you build an influencer marketing strategy with a high ROI? Shoot me a message and I’ll send you our influencer marketing services package!

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As the CTV landscape evolves, contextual AI is becoming essential for advertisers, addressing key challenges like targeting limitations, transparency issues, and lack of real-time insights. Jon Wallett, VP of Sales, East Coast at Seedtag, emphasizes that innovation in contextual targeting is crucial for future success. Seedtag's contextual AI, Liz, enables brands to develop effective audience strategies, enhance creative messaging, and gain valuable insights, all while adapting to real-time trends. Wallett argues that embracing these advancements will drive greater transparency and more inclusive, interest-based targeting, making contextual AI indispensable for modern advertising. Watch the full interview here to learn more 📺 : https://lnkd.in/eJ9Q3PDJ #ContextualAI #CTVAdvertising #InnovationInMarketing

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A lil #TBT for ya... This was Sircle Media's first agency video from way back in 2014. So much has changed: 1- We used to focus pretty heavily on apparel brands, but that category was just not amazing and not for me. Fitmark cameo, Mark A. Samuel 2- Not one of the people in this video still works here, but I have so much love and respect for the time they put in and I keep an eye on their success out in the wild. Congrats on that Colombia win, Marvin Centeno! 3- Even our logo - We received a cease and desist from Mastercard, so yeah... Yet so much remains the same: 1- Brands need to keep up with the speed of social media, and it is impossible to do it internally. You need a partner who is always leaning forward and ahead on trends, rather than always being one step behind. 2- They need staffing and strategy, that is best done outsourced but priced and structured as if it were an internal hire. 3- I still LOVE what I do, despite all of the ups and downs that come with it. I am most proud of the fact that we have remained true to our mission, have not strayed or chased shiny objects, and have continued to double and triple down on our original thesis. Not always easy for a growing agency to do, but mission critical to our success! So, I ask you...would you hire us? #cpg #socialmediaagency #socialmediastrategy

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You wanna know how Dr Pepper, that little peppery punk, stepped over Pepsi? It’s a gritty tale of street smarts and hustle. 1. Keep It Real. Dr Pepper didn’t try to be like them cola clones. It stayed true to its spicy 23-flavor self. Pepsi? They got lost in the sauce, chasing too many dreams and forgetting their own taste. 2. Stay Fresh. Dr Pepper rode the wave with new flavors like Strawberries & Cream and that wild Creamy Coconut from TikTok. They kept it hot, kept it interesting. Pepsi bet heavy on zero-sugar – cool, but it ain’t got that buzz. 3. Make Some Noise. Dr Pepper didn’t just hang in the South; they went national, turned their niche into a must-have. Pepsi? They let the spotlight slip, lost the edge in the marketing game. 4. Know Your Crew. Dr Pepper tapped into what the folks crave – that sweet and spicy kick. They knew their crowd and delivered the goods. Pepsi focused too much on health vibes, missed out on the real tastes that bring people back. 5. Stay True to the Game. Dr Pepper stuck to its roots. That loyalty built a die-hard following. Pepsi’s scattered focus made ’em lose some brand muscle, a hard lesson in staying true to your game. So, you wanna climb to the top? Take a cue from Dr Pepper. Keep it real, stay fresh, make some noise, know your crew, and always stay true to the game. I think I could write a good Dr Pepper commercial. #branding #marketing

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🙋🏻‍♀️ I think this partnership is brilliant. Impossible Foods is a brand that’s selling fake meat to meat eaters. They chose the poster child of meat-eating as an ambassador. Essentially: “Hey look, Joey Chesnut is the 👑 of eating meat, even ✨HE✨ eats fake meat.” 🍔First, Impossible positions themselves as a healthier option for meat eaters. (Whether or not it is—that’s for another side of LinkedIn). This positioning is unlike other fake meat brands that primarily target their foods to vegetarians and vegans that “miss” the taste of meat. 🌭Second, consumers perceive Impossible Foods as a “crunchy,” vegan food. Hence the uproar! But… With Joey Chestnut at the helm, this could break the perception. ➕Bonus, Nathan’s could take full advantage of this instead of choosing to ban him. 🤨Curious… What do you think? #brand #branddeal #partnerships #brandstrategy #personalbrand https://lnkd.in/erHh4qws

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5  spicy 🌶, from-the-trenches topics Blue Seedling’s positioning lead Jordan Elkind will be tackling together with retail executive Kim Gallagher (Urban Outfitters, Anthropologie, Nuuly) in our live event in two weeks: 1. The most common mistakes tech vendors make in pitching AI products 🤦‍♀️ 2. Why your product team hates your marketing team right now – and what to do about it 😡 (<-- love this one - so true!) 3. AI-washing: what it is, and how to do it right 🖌 (<-- we’ve done it and we’re not ashamed) 4. What market leadership looks like in a world where buyers don’t know what they want or need 🤷‍♂️ (<-- I’m seeing this one on a weekly basis) 5. Why everything you think you know about positioning is wrong…sort of :) 😵 Join our live webinar on 7/17: Positioning your AI venture: The definitive playbook for winning in 2024. Learn more and sign up free in the comments.

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« If you think you know consumer behavior, think again. Middle-income consumers are feeling the squeeze and worrying about inflation but aren’t holding back on splurges. Rather than sticking to tight budgets in retirement, aging consumers are splurging too. Speaking of older shoppers, it turns out that the brand loyalty they’ve long been known for is a thing of the past*». Splurges…yes putting the greatest product innovations forward by using the number 1 logo for innovation Voted Product of the Year Worldwide 100% voted by consumers, influent peers, and believing in consumers paying for added value if they trust your proposition, is the best way to go! *Source: State of the Consumer 2024: What’s now and what’s next. McKinsey & Company

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Calling all CPG innovators! We're on the lookout for a forward-thinking expert to join our "Future-Proof Your CPG Growth Strategy" panel on September 19th at 1 PM EDT. If you have a unique perspective on consumer insights, data privacy, or predictive analytics for 2025, we want to hear from you! Join a dynamic discussion with industry leaders and share your expertise on navigating market transformations. Ready to share your POV? IM me directly to discuss how you can contribute! #CPG #ConsumerInsights #DataAnalytics #Webinar

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